Pre-requisites:

a) Download and install Motorola Drivers:

http://www.mymotocast.com/download/MDM?platform=windows
b) Download and extract the stock firmware of your choosing from:
http://sbf.droid-developers.org/phone.php?device=14
The firmwares with '_umtsds' in the file name are for the 'dual-sim' versions of the Moto G, it's
probably not a good idea to flash these onto single sim phones, or vice-versa.
Edit: More firmwares for international retail and carrier devices can be found here:
http://www.filefactory.com/folder/c6cdedc45a775d27
Edit: The firmware files have been updated most of the firmware archives are now in .tar.gz archives
which include Motorola fastboot and flashing scripts for OSX, Linux and Windows.
On windows the .tar.gz archives need to be opened and extracted using a 3rd party archive manager.
e.g. 7-zip, or PeaZip, Windows cannot extract these files natively, Linux and OSX can.
I used the retail British firmware (fastboot_falcon_retgb_user_4.3_14.10.0Q3.X-76-LGG8_54_release-keys-cid7-Retail_GB.tar.gz), extracted to c:\
c) If the firmware file you downloaded is a .xml.zip file then download Motorola Fastboot mfastbootv2.zip (attached to this post) and extract the .exe into the same folder as the stock firmware files (the
same folder as the .bin and .img files). If your firmware is a .tar.gz file then skip this step.
d) Get ADB (if you don't already have this, I suggest downloading and installing Minimal ADB and
Fastboot by shimp208:
https://docs.google.com/file/d/0B1S0...Wh6NGJmSE1BUWc
Disclaimer:
Follow these instructions at your own risk. If something goes wrong don't blame me!
I have only tested this on a UK Retail Moto G with an unlocked bootloader, however as these are the
original stock signed image files from Motorola it should work on all devices.
See notes at the bottom of this post for downgrading from 4.4.2 to 4.3.
Edit: tkm89 reports that he was able to use this guide to restore Stock Retail British firmware on a
bootloader locked Tesco-mobile Moto G
Steps to restore stock firmware:
1) Reboot the phone into bootloader mode. There are 2 ways to do this.
I) The 'hardware' way.
a) Unplug the USB cable and power off the phone.

b) Press and hold 'Volume down' then power on the phone.

c) Connect USB cable to your computer.
II) The 'software' way.
a) Enable developer mode on the Moto G (Settings-> 'About Phone'. Tap 7
times on 'Build Number')
b) Enable USB debugging. (Settings -> 'Developer options' -> 'USB Debugging'
-> check)
c) Connect phone to computer via USB, you should see a new ADB device
detected and drivers installed.
d) Open "Minimal ADB and Fastboot". Type:
Code:
adb reboot-bootloader

You should see the Moto G bootloader screen with the following options:
Code:
Normal Powerup
Recovery
Factory
Switch Console [NULL: null]
Barcodes
BP Tools

2) Open a command prompt / terminal (Start -> cmd.exe in Win7) and browse to the folder with
the extracted firmware.
In my case:
Code:
cd c:\falcon_retgb_user_4.3_14.10.0Q3.X-76-LGG-8_54_release-keys-cid7Retail_GB

3a) If you downloaded and extracted a firmware in .tar.gz format

In windows, run the 'flashall.bat' script Type:
Code:
flashall.bat /eu

The "/eu" switch forces userdata to be erased from the device, this is the same as a
factory reset or wipe this is recommended when restoring stock firmware.
In Linux/OSX run the flashall.sh script. Type:
Code:
chmod +x flashall.sh
./flashall.sh

Downgrading:
The scripts will fail with an error on downgrading from 4.4.2 to 4.3. Open the
script in a text editor (notepad) and delete (or comment) the following:
Lines 89-90 in the flashall.bat file:

Code:
CALL :fastboot_flash partition gpt.bin
IF %errorlevel% NEQ 0 EXIT /b 1

Lines 120-121 in the flashall.sh file:

Code:
run $fastboot -s "$serial_number" flash partition gpt.bin
if [ $? -ne 0 ]; then echo "ERROR: fastboot failed."; exit
-1; fi

3b) If you downloaded and extracted a firmware in .xml.zip format.

Flash each of the partitions in sequence using mfastboot, you need to enter the following
commands one-by-one checking that each one returns an [OKAY]
Code:
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot
mfastboot

flash partition gpt.bin

flash motoboot motoboot.img
flash logo logo.bin
flash boot boot.img
flash recovery recovery.img
flash system system.img_sparsechunk1
flash system system.img_sparsechunk2
flash system system.img_sparsechunk3
flash modem NON-HLOS.bin
erase modemst1
erase modemst2
flash fsg fsg.mbn
erase cache
erase userdata
reboot

Downgrading:
The 1st command "mfastboot flash partition gpt.bin" will fail on 4.4.2 to 4.3
downgrade. Skip this command if you are downgrading and continue with the
other commands, which should work.
4) Wait, you should now be rebooted into a fully stock Moto G firmware.